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Essay / Research Paper Abstract
This 7 page paper is a case analysis of the software developer, mGames. Bibliography lists 3 sources.
Page Count:
7 pages (~225 words per page)
File: D0_HVmGames.rtf
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Unformatted sample text from the term paper:
analyses a marketing case study of a developer of gaming software for mobile devices. Discussion - Marketing Issues The case study reveals mGames to be a company facing what can
only be described as a chaotic situation. No one can accurately predict how large the market for playing games on hand-held devices will be, only that they are optimistic that
it will be huge (Morrison and Hill, 2002). But again, this is a forecast, based on the current craze for anything hand-held and technologically oriented. As the case study points
out, consumers of these products are fickle: they leap on the latest craze and then get bored with it quickly. The issues that Lopez and mGames face include: * Lopezs
short tenure as CEO; * Lopezs tendency to give credence to David Salts opinions because they have "bonded"; * Rumors of an attempted takeover of mGames; * Pressure on Lopez
to devise a plan with regard to the takeover; * Pressure from a Scandinavian game developer to align with mGames as a strategic partner; * The convergence of hand-held devices
and the concomitant uncertainty; * Differing opinions on the size of the hand-held gaming market; * Falling sales; * The cost of developing new games; and * Internal company strife
(Morrison and Hill, 2002). Discussion - Solving the Issues Lopez has a bewildering array of issues he has to resolve. Lets just start at the top and go down the
list, and see if we can suggest solutions to these problems. First, the fact that Lopez has been CEO for only eight months means that, in the words of the
study, he is still "trying to sort out the people and personalities" (Morrison and Hill, 2002). That leads directly to number two; the fact that he is putting a great
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